Our Works

Back to projects

Sydney Motorsport Park


Sydney Motorsport Park (SMSP) at Eastern Creek NSW is Australia’s pre-eminent permanent motorsport facility – managed by the Australian Racing Drivers’ Club (ARDC). SMSP welcomes over 330,000 motorsport guests every year across 600+ events ranging from Supercars Championships to grassroots car & bike racing, a multitude of motorsport experiences (incl V8 Race Cars & Formula Fords), car and bike track days, driver & rider training, and a plethora of community based events.

Brand Strategy

The brand transformation from Eastern Creek International Raceway to Sydney Motorsport Park was launched in 2012. Excalibre Insights continue to advise, plan and execute brand upgrades and enhancements at the venue. SMSP’s original brand design; development and execution driven by John Moore when he was a Director of Generation Alliance.

Venue Masterplan & Strategy

Excalibre Insights advises the ARDC Board and CEO on strategic vision, business, brand, and commercial development, and core marketing and communication activities for SMSP. Over the past 4 years, Excalibre Insights has been recognised as a key contributor to the transformation of both the venue and the club’s reputation. In March 2019, after 5 years of NSW Govt negotiations, Excalibre assisted the ARDC is obtaining a $23M investment package to fund permanent lighting for the circuit and the construction of an onsite Motorsport Centre of Excellence.

Commercial Strategy

Excalibre Insights continues to help the ARDC leverage new and exciting events, motorsport experiences and commercial partnerships for the circuit, and acts as the venues appointed marketing, brand and commercial agency of record.

View Website

Other Works